The effect of incentive structure on referral : the determining role of self-construal
Year of publication: |
2022
|
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Authors: | Wang, Lili ; Chen, Zoey |
Published in: |
Journal of the Academy of Marketing Science. - Dordrecht : Springer Netherlands, ISSN 1552-7824, ZDB-ID 2067360-7. - Vol. 50.2022, 5, p. 1091-1110
|
Subject: | Incentives | Referrals | Self-construal | Social concerns | Word of mouth | Virales Marketing | Viral marketing | Anreiz | Leistungsanreiz | Performance incentive | Konsumentenverhalten | Consumer behaviour |
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